10.12
NBC’s “The Office” delved deeper into the evolving world of B2B last night as the paper company’s new e-commerce Web site officially launched. This sparked a true galactic battle as Dunder Mifflin’s top salesman vowed to beat the Web site’s sales for a day. Despite the humor and obvious jabs at B2B being behind the times, this raises a valid question, “Can sales teams and e-commerce co-exist?”
My answer, “Of course they can!”
Dunder Mifflin’s first mistake: Marketing started the new Web site without consulting the sales team – the classic case of disjointed communications. The end result, a very disgruntled, exhausted salesman yelling to a customer, “You ordered from the computer? Why would you do that when you could have the personal touch of a salesman?”
If companies worked harder to really educate their staff on the value of new technology, the transition would be smoother. In fact, we are trying to do that with clients everyday.
I am not suggesting e-commerce is for everyone, because it’s not. In my experience, some clients are selling very intricate equipment that can simply not be purchased solely through an e-commerce site (the personal touch of a salesman is needed). However, there may be parts or additions to the equipment that can, e.g. filters for industrial vacuums, scales and balances for laboratories.
Remember to truly evaluate the needs of your business in light of new technology (e-commerce, blogs, podcasts, SEO, rich media ads) and keep your staff in the loop. There is no need for the sales team, or anyone, to feel forced to wage a war against positive change.
It really is all about keeping up with the Joneses, that is if you want to keep up with sales.
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About the author:
Ashley Reppert is a Account Executive and Interactive Project Manager at Schubert. When Ashley isn’t busy providing clients with strategic PR, marketing and interactive support, she enjoys traveling with friends and Philly sports. Go Eagles!
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